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The University of Greenwich BA (Hons) Business Administration Working in organisations Title: "Asda /Walmart and Waitrose super market chains - Generic strategies and marketing mixes" Name of Author(s): Christos Mylonas Submission date: 28th March 2003 21st March 2003 1. Introduction In this assignment, the generic strategies and the marketing mixes of the Ads/Calmat and the Waitress super market chains are going to be compared. Generic strategies will be identified concerning to cost or differentiation factors. Marketing mixes will be compared through the four basic ways in which organisations, thus super markets, can affect the relationship they have with their customers: product, price, promotion, place and the extended element of people. Finally Ansoff's extension strategies and Jenkins' customer growth options will be applied, as being applied by the two chains. 2. Generic strategies and marketing mixes Both chains are following a cost leadership competitive strategy or even cost focus. As super markets are being very competitive between each other, regarding...

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